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Getting to Product/Market FitDanny Setiawan UX/Product Coach, Starta Accelerator Fall 2016
@dsetia_1dSetia
Objectives• Describe the stages of startups
• Identify activities to get closer to Product/Market Fit
• Get support to validate hypotheses
@dsetia_1dSetia
Agenda• Introduction
• Stages
• The tools
• Next step
• How to book
Introduction
Who I am
15+ years of experience in UX and Product
Has worked with established brands (The Economist, Yahoo!, Microsoft) as well as startups
C U R R E N T LY
• Lead UX at The Economist
• UXD Instructor at General Assembly
• Product/UX mentor at Starta Accelerator
Your Turn•Your name
•Your company:
• Your target user
• Users’ problem
• Your solution
Stages
@dsetia_1dSetia
Stages
Problem/Solution fit
Product/Market fit
Growth
• Validate Persona & Problem
• Validate Solution idea
• Define funnel
• Productize the solution
• Find marketing channels to find people like the Persona
• Show traction (i.e. generate $$$)
• Scale execution
• Scale operations
• Scale organization
@dsetia_1dSetia
Types of Hypotheses
Persona
Problem
Solution
Usability
Growth
The tools
@dsetia_1dSetia
Proto-persona• What is it?
• A sketch of a fictional character that represents your target customer segment
• Why do it?
• Helps focus product conversation on the end-user without
• Leverages internal knowledge (no expensive research)
what should it include?• Demographic (age, gender, income, etc) : Abilities • Goals & Needs/Pain points : Motivations• Habits & Routine : Behaviors• Scenarios: Context• Name, picture, quote : Identifiers
How to make Proto-persona
1. Block out the different types of users you might have
2. Try and work out roughly what % of the user base each is
3. Turn those segments into “people”
4. Give some color : Add personal details, but don’t get too irrelevant
Pro, Technical Pro, Fundamental
Retail,Technical
Retail,Fundamental
Funds manager Reporters
1%2%7%
13%
35%
42%
Example: Financial Site
DEMO: Pro/Tech. TraderBEHAVIORSIDENTIFIERS
Name Picture Tagline Quote
Demographics
MOTIVATIONS
Pain point Goals/Needs
Habits/Routines How s/he solves the
problem now
SCENARIOS
Where/When the need arises i.e. reading on the way to work
@dsetia_1dSetia
Problem Framing Story• What is it?
• A narrative that describes the end-user’s problem and its consequences
• Why do it?
• Allows us to validate if the problem would motivate the user to take action
• Good brainstorming tool to identify potential customer segment with the same problem
Problem Framing StoryHi, my name is __________ [the person who has a problem]Iʼm a __________ [who she is? what does she do?]
and I have a real problem: __________ [the problem]This hurts me because __________. [what are the consequences of the problem?]
Besides me, __________ [who else suffers from it]I have tried __________ [alternative solutions]but it didnʼt work because __________. [what failed on each alternative]
Source: Problem Framing Story: find problems before solutions
Allison25 years old progressive female working as a business analyst
of forming an informed opinion on world eventsI can’t contribute in conversations at work, which makes me look ignorant
my friends who work in Finance sector have this problemreading multiple news sources (CNN, HuffPo, NYT)
I rarely have time to read multiple news sources
@dsetia_1dSetia
User journey mapping
take out phone, open
app
set pick up, destination locations
review estimate, order car (pay $)
wait for car ride car arrive at destination
Value= convenience + peace of mind + time + energy
Cost= Time (1m+2m+1m+5m+15m)+ Money ($20)
1 min 2 mins 1 min + $20 5 min 15 min
@dsetia_1dSetia
Storyboarding• What is it?
• A visual representation of how the end-user would interact with your product in a given scenario (where/when)
• Why do it?
• Helps uncovers the limitations and opportunities based on the context the end-user is in
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Survey• Why do it?
• Gather large numbers of responses very quickly
• Get quantitative feedback immediately
• Good way to recruit people for user interviews
Good survey questions
• short and to the point
• have a clear, distinct answer
• low cognitive load
• don’t get fancy
Good or Bad?
In the last week, what percentage of your social media time online do you estimate that you spent on your computer vs your mobile device with Twitter vs Facebook?
On average, how many hours per week do you spend on Twitter?
@dsetia_1dSetia
User Interviews• What is it?
• Series of 1-on-1 conversations with people who represent your end-users
• Why do it?
• Can gather rich, targeted information
• Flexible, can explore tangents or unexpected areas
How to ask questions
•Be wary of priming •Don’t ask leading questions •Never ask about intention, always probe behavior
BAD QUESTION
“How many times do you plan to go to the gym?”
GOOD QUESTION
“How many times have you been to the gym in the last 3 months?”
Focus on specific instances“Have you ever had ________ problem”? “Tell about the last time you ....”
Avoid generalizations and speculations:“What do you usually ...”
Keep people talking“Tell me more about that”
“What do you mean by...”
but also embrace awkward silences
…
Often the best insights come up when participants feel the need to fill silent voids.
Interview preparation• Record interviews if possible
• Always ask permission
• Explain why and that it’s for private use
• Prepare a discussion guide
• Focus on topics rather than list of questions
• Should be a conversation
During the interview• Start off with small talk, even if you hate it
• Don’t finish sentences
• Take notes but remain focussed on participant
• Spend equal energy listening as talking
• But only talk 20% of the time
• Ask follow-up questions (5 why’s)
• If you divert off topic:
“That’s really interesting. Can you tell me how that connects to...”
Where to find participants
• The hardest part is finding the right people.
•Where to find them: ‣ Coffee shops
‣ Social networks and forums (i.e. Meetup)
‣ Craigslist ads
‣ Recruiters
‣ Friends of friends/family
• Anywhere you believe your users spend time
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Usability Testing• What is it?
• Validating your solution by observing users complete predefined tasks
• Why do it?
• uncovers ways to minimize the effort to complete the tasks that solve the user’s problem
@dsetia_1dSetia
What to test?• Flow : any missing step/screen?
• Content : any missing content?
• Use cases : any major use case we missed?
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• Remote with static screens : usabilityhub.com
• First impression (credibility, who is it for, what is it)
• Missing info
• CTA effectiveness
• Remote with prototype : usertesting.com
• In-person with prototype
How to test
Next Step
@dsetia_1dSetia
How can I help you?• 1:1 coaching sessions
• Workshop (i.e. storyboarding workshop)
• Training (i.e. how to conduct user interview)
• Support (i.e. helping your team run usability test)
NOTE: I’m not supplementing your team to produce UX/UI deliverables (i.e. wireframing).
@dsetia_1dSetia
How to Book My Time• Google Calendar (Lena can help if you have issue)
• Email: [email protected]